2012年坎城網路青年創意競賽第三輪國際評審講評：Dave Bedwood

昨天深夜鼓起勇氣催促家裡剛剛添了第三個寶寶的國際評審Dave Bedwood儘快給我們評審結果，因為有三個團隊以1分之差緊緊膠著著。結果他真的把評審結果急速送來。還對我道歉（兩次）說這回匆促了點。真是令人大感動。這就趕緊來看看他的評審內容：

sorry it’s late, had to rush this one a bit more, sorry!

抱歉遲了，這一次的評審只得匆促了一點，很抱歉。

comments: 評語：

I didn’t read the brief this time, I wanted to get as close as possible to an ordinary viewer, who just sees (we hope) our ad with no prior explanation.

這回我沒有讀簡報。（主辦單位註：但是我們其實也有在信件中向評審說明這次任務簡報的內容。）我想要盡可能貼近一般觀眾的觀點，他看到（我們當然希望他會看到）我們的廣告時，並沒有人事先對他解釋過背景。

The best ads don’t need explanation.

最好的廣告應該不言自明。

Unfortunately with quite a few of these I had no idea what they were promoting. It took until the 7th ad until it was clear. Not a good sign.

不幸地是，很多這次的作品我搞不清楚他們到底在賣什麼。我一直看到第七個廣告才弄清楚。這不是好現象。

So I closed my browser, had a cup of tea, watched the tv and then an hour later I tried to remember these ads.

所以我關掉瀏覽器，喝了一杯茶，看了會電視。一小時後我試著回想剛剛看過的廣告。

Whichever ones I could remember, for a good reason, were the ones that had to be the strongest.

任何我還記得的廣告，表示有好理由讓他們成為最有力的廣告。

they were:

就是以下的這幾件作品：

第一名 （積分7分）：

Team 15: ：

http://cell.webgene.com.tw/iat/20120407/Team_15/Team_15_3rd_round.htm

Ideas are interesting, the central idea here is that ideas can change the world and that you only need a piece of paper. Such potent material to work with!

有趣的概念，這次要表達的中心思想是「創意可以改變世界，你只需要一張紙」，還真是有力的素材！

Yet this is the only one that really tapped into that for me. I found it informative, and the interactive part of it was invisible, in a good way, I just wanted to get more of the story.

但這卻是唯一向我把訊息點清楚的作品。對我來說這個廣告資訊豐富，互動部分以好的方式隱而不顯，卻讓我想要了解更多。

To be very critical: Some of the choices were a bit  obvious, I preferred the less obvious choices, like the basketball one.

雞蛋裡挑骨頭一下：有些素材選擇有點沒有新意，我比較喜歡比較出人意外的選擇，像籃球（「禪師」傑克遜）那個。

But at the end I felt informed and inspired to see that great things can be done with just your mind and a piece of paper.  I was ready to enter!

但總結我覺得我有被告知訊息，又有被啓發，看到了只要有想法，有一張紙就能做出了不起的大事這事實。我準備好要參加「創意怪獸」計劃了！

第二名（積分5分）：

Team 5:

http://cell.webgene.com.tw/iat/20120407/Team_5/index.html

Simple, very nicely produced, perhaps a little to obvious in its imagery, and therefore not as thought provoking. But it made its point well.

簡單，製作得很好，意象上可能有點太明顯，因此不是很有啓發性，但是卻把重點表達得很清楚。

第三名（積分3分）：

Team 8:

I’m not really sure that this was that insightful or even made a great point. But it did what is did very nicely and the interaction was very neat.

我不確定這廣告有什麼洞察，或甚至有表達什麼了不起的想法。但是它把自己想要做到的事情好好地做到了，互動也很俐落。